The Economist Group wins Gold for Best Overall Content Marketing Solution at 2015 Content Council Pearl Awards

Microsoft Cloud's Empowering Business programme stood out of the 500 entries from leading brands, publishers and agencies

Nov 13, 2015, 12:40 ET from The Economist Group

NEW YORK, Nov. 13, 2015 /PRNewswire/ -- The Economist Group won the top prize at the Custom Content Council Pearl Awards, which honors excellence, innovation and effectiveness in content marketing programmes around the world. The Group's winning campaign, Empowering Business, sponsored by Microsoft Cloud, captured best overall content marketing solution (Gold) and best website (Bronze).

"We are pleased to have our content program recognized by the Pearl Awards as they are the standard for best in class content marketing campaigns," said Elena Sukacheva, Managing Director of The Economist Group. "The "Empowering Business" campaign was a 9-month effort that started with a simple question of business executives: "What are your aspirations?" The answers lead to an exploration of how technology is transforming their professional lives."

Microsoft Cloud challenged The Economist Group to shift perception from 'legacy' IT software provider to 'the new cloud solutions leader' among cloud influencers, business and IT decision makers. With this in mind, The Group implemented 'Empowering Business' : a digital program designed to provide busy business executives with expert advice and insight about the future of their jobs.

The programme launched with an EIU-branded poll on The Economist online designed to garner insights from Economist readers about their near-term professional aspirations.  An online, social and mobile campaign highlighted thematic results of the poll. An EIU Advisory Board comprised of senior business leaders discussed the crossroads of Cloud, Data and Internet of Things. The Group then published over 60 pieces of content including videos, an EIU Briefing Paper, a data exploration tool, blog posts and an interactive research report that brought the story to life though multimedia. Empowering Business, sponsored by Microsoft Cloud, can be viewed at and

About The Economist Group (
The Economist Group is the leading source of analysis on international business and world affairs. We deliver our information through a range of formats, from newspapers and magazines to conferences and electronic services. What ties us together is the objectivity of our opinion, the originality of our insight and our advocacy of economic and political freedom around the world.

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SOURCE The Economist Group